Leo Burnett has become the lead agency solution for Samsung’s global visual display business following a competitive pitch. Publicis Groupe sibling, Starcom, will provide media planning and buying expertise as Samsung’s global media agency of record.

“Today’s announcement demonstrates that Publicis Groupe agencies are strongest when they offer clients an integrated solution that represents The Power of One,” stated Matt Blackborn, Samsung global client leader, Publicis Groupe.

“We are tremendously grateful for the opportunity to expand our relationship with Samsung and to develop ever-more integrated and impactful work for one of our longstanding clients.”

“Samsung Electronics has been working with Publicis Groupe agencies for more than a decade and we are thrilled to grow our successful partnership,” commented Songha Ji, vice president of visual display, Samsung Electronics.

“Publicis Groupe’s creative track record and expansive geographic reach are key to our success as we create work that is globally relevant for the Visual Display business.”

The agencies’ work will involve global brand positioning, integrated communications strategy and creative. New work supporting Samsung’s QLED TVs will launch in early 2019.

“We live in a golden age of content in which the screen reigns supreme,” stated Mark Tutssel, executive chairman and chief creative officer, Leo Burnett Worldwide.

“It’s a great honour and tremendous privilege to partner with a team that has the vision and ambition to lead the visual display category, and to create real human value in the process.”

Leo Burnett was the first Publicis Groupe agency to join the Samsung roster in 2004 and has worked across much of the business since that time, notably the mobile division and global marketing center, as well as focusing on individual markets around the world.

This partnership has resulted in numerous awards in recent years for work including Ostrich and Anthem, which introduced the current Do What You Can’t campaign, launched during the 2016 Rio Olympics. Samsung was named Creative Marketer of the Year at the Cannes Lions International Festival of Creativity in 2016. Publicis Groupe agencies’ work with Samsung spans more than 75 markets worldwide.